In an exciting new development, Radhika Apte, Shruti Hassan and Vikrant Massey – three of India’s greatest youth icons and talented celebrities – have joined hands today as “brand believers” of mCaffeine. Notable as India’s first caffeinated personal care brand, they will jointly focus on empowering the country’s millennial audiences in innovative yet relatable ways for mCaffeine’s “Addicted To Good” offering.
Regarding the beginning of this new journey, the actress Radhika Apte says: “I am very happy to support the brand values of mCaffeine, namely to be addicted to the good. With the growing awareness of today’s millennials, I believe we all need to stand up for products that are addicting not only to a good regime but also to a good environment. Kudos to her team for striving to make smart personal care choices a talking point in the country and educating us on how our personal care choices can have a positive impact. “
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Singer-actor Shruti Hassan adds: “For me, personal hygiene is not limited to appearance, but a feeling of kindness from within. Personally, I was a mCaffeine user and stand by the ideology of the brand. mCaffeine – 100% natural, vegan, cruelty free and plastic footprint free – has consistently made a significant impact in today’s world by supporting the addiction to the good, caffeinated personal care products. I am excited to join a brand that is working hard to help our country recognize the importance of inner beauty and environmental responsibility through a simple but powerful message of being “addicted to the good.”
Actor and heartthrob Vikrant Massey goes on to say, “The pandemic has brought me closer to myself and my personal grooming routine, and I think that’s the scenario for everyone. Consumers look for an influencer in every decision they make, and a brand like mCaffeine makes this easily possible in this day and age with their consistent efforts. I’m looking forward to this exciting mCaffeine journey of being #AddictedToGood. “
Tarun Sharma, CEO and Co-Founder of mCaffeine, commented on the association: “We are overjoyed to welcome Radhika, Vikrant and Shruti to our world of caffeinated goodness. With awareness of personal care growing, our “Addicted To Good” campaign aims to highlight the benefits of our main ingredient and cement mCaffeine’s position as India’s most popular caffeinated personal care brand.
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The #AddictedToGood proposition comes from the human insight that we are essentially creatures of habit that prefer repetition. One good habit can often lead to another and begin a chain of goodness. Equipped with all the goodness of caffeine, mCaffeine aims to make its users “addicted to the good” in a similar way. Representing the young and energetic doers for whom the brand’s products are made, the three ambassadors will share the goodness of caffeine with everyone – along with the good that the brand does as a whole.
Apart from the rejection of animal testing, the color and gender neutral brand promotes a clean, sustainable life. With the message “Addicted To Good”, mCaffeine wants to inspire the audience to reach their full potential and be the best version of themselves – because feeling good is everyone’s right. With the strategic merger of three renowned celebrities, the brand will now take the personal care market by storm.